THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE AND ITS IMPACT ON PURCHASING DECISIONS (Survey on “Ades” consumers in Jakarta)

LIE, BRENDA HINGGIS (2020) THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE AND ITS IMPACT ON PURCHASING DECISIONS (Survey on “Ades” consumers in Jakarta). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to examine the Influence of the Green Marketing towards Brand Image, the Influence of Green Marketing towards Purchase Decisions and the Influence of Brand Image towards Purchase Decisions.Online questionnaires were distributed to 100 respondents in Jakarta who consumed bottled water “Ades”. Data analysis using Statistical Package for the Social Sciences (SPSS 23) and Smart Partial Least Square (SmartPLS 3.0). The result of the study revealed that there is a positive and significant effect of Green Marketing on Brand Image of “Ades”, there is a positive and significant effect of Green Marketing on the Decision to purchase “Ades” and there is a positive and significant effect of Brand Image on Purchasing decisions of “Ades”. Keyword : Green Marketing, Brand Image, Purchasing Decision

Item Type: Thesis (S1-Sarjana)
NIM: 43115010427
Uncontrolled Keywords: Green Marketing, Brand Image, Purchasing Decision
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Aug 2020 06:37
Last Modified: 25 Aug 2020 06:37
URI: http://repository.mercubuana.ac.id/id/eprint/56774

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